Marketing in Food Service S2

Question 1

This strategy positions the products to appeal to the target market.

Answer 1

Positioning Strategy

Question 2

Positioning is done to _______

Answer 2

meet or exceed the needs or wants of the target market

Question 3

True or False. After identifying the needs, the manager helps to evaluate the needs.

Answer 3

False. The manager helps in developing the needs.

Question 4

What are the 4 positioning strategies?

Answer 4

1. Brand
2. Quality
3. Pricing
4. Identity

Position strategies: BPIQ

Question 5

This positioning strategy sets the income level and purchasing power of the target market.

Answer 5

Pricing

Question 6

This positioning strategy allows the FS organization stand out from the rest.

Answer 6

Identity

Question 7

True or False. The identity of a FSO does not necessarily have to be consistent with the business philosophy of the organization.

Answer 7

False. It must be consistent.

Question 8

____,a positioning strategy, must be consistent with the price range of the product.

Answer 8

Quality

Question 9

Branding gives name to a product and protect its ___

Answer 9

Intellectual Property Right

Question 10

It is the unique combination of four elements (4 Ps) to create a marketing program.

Answer 10

Marketing mix

Question 11

Enumerate the 4 Ps of marketing mix and their specifics

Answer 11

1. Product = product/service
2. Place and packaging = atmospherics, location, staffing, theme concepts
3. Price = menu pricing scale
4. Promotion = communication

Question 12

True or False. Products can only be in terms of menu or service but not ambience.

Answer 12

False. Products can be in terms of menu, service and ambience.

Question 13

It is an element of marketing mix that serves to introduce customers to or increase their awareness of the product.

Answer 13

Promotion

Question 14

This element must be strategic to encourage customers to make a purchase and allows the product to compete in a market.

Answer 14

Price

Question 15

True or False. Place alone creates a well-defined/effective marketing program.

Answer 15

False. Effective marketing involves all 4 Ps

Question 16

It is designed with due consideration to the internal and external environment.

Answer 16

The marketing plan

Question 17

Social, cultural, economic and technical are all types of what environment?

Answer 17

External environment

Question 18

Give the 3 steps to develop a marketing plan/program

Answer 18

1. Planning
2. Implementation
3. Evaluation

Question 19

Fill in the blank. FSO should get to know their t____ ______ to ___________ with them effectively.

Answer 19

FSO should get to know their target market to communicate with them effectively.